Why Gucci’s bold new direction has the fashion world talking and watching


By AGENCY

Demi Moore arrives for Gucci's exclusive screening of 'The Tiger', a short film directed by Spike Jonze and Halina Reijn during Milan Fashion Week. Photo: Reuters

The curtain went up on Gucci’s new era Tuesday (Sept 23) evening in Milan, not with a runway show but with a red carpet film premiere guaranteed to put the brand back at the heart of the cultural conversation – and, possibly, many people’s closets.

At least if they want to look “young, hot and rich" (as a line from the film went). Or really just hot and rich.

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